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Chrysler UK unveils new brand positioning in £10m campaign by DCH


By The Drum Team, Editorial

February 6, 2012 | 2 min read

Chrysler has launched its new ‘Different is what we do’ brand positioning for the UK in a £10m campaign created by DCH.

The first of three ads showing the brand’s positioning of having been born and bred in the ‘Motor City’ of Detroit launched during Sky’s coverage of the Super Bowl yesterday.

Produced by RSA Films and featuring Jay Z’s Heart of the City, the ad opens in Detroit and shows the 300C cruising around the city with American flag blowing in the background and scenes of mechanics working on cars, before emerging from a tunnel onto the streets of inner-London, joined by the rest of the Chrysler range.

Nigel Land, brand director at Jeep Chrysler, said: “These are exciting times for Chrysler, which has seen great success for the brand in the States, and establishes Chrysler as a main competitor in the UK mass car market.

“DCH has proved they not only understand the challenges we face positioning the brand but have also demonstrated their ability to support us across all of our marketing requirements from broadcast to narrow cast media.”

Andrew Hawkins, managing director at DCH, said: “Chrysler’s advertising in the US has set the bar high, both in terms of creative excellence and sales success. It’s a privilege to have the opportunity to achieve the same results in the UK.”


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